Do The Chinese Go To The Beach In China? Lessons For Resorts

China’s tourism market has been growing steadily over the years, with millions of people traveling domestically for leisure. However, when it comes to beach vacations, many may wonder: do the Chinese go to the beach in China?

In this article, we’ll explore the historical background and recent trends of beach culture in China while analyzing successful Chinese beach destinations and their appeal to visitors.

We’ll also discuss how resorts can adapt to the cultural nuances and preferences of Chinese guests while leveraging marketing strategies that work best for them.

If you’re a travel marketer looking to attract more tourists from the Chinese market, keep reading!

Overview Of Beach Culture In China

China is often associated with its bustling cities and rich cultural history, but there’s a side of China that many may not know about – its beaches. With over 18,000 kilometers of coastline, China boasts several beautiful beach destinations such as Hainan Island and Gulangyu Beach. But do the Chinese actually go to these beaches?

Historical Background

Beach tourism in China began in the 1980s due to economic reform policies that increased disposable income for citizens. Younger generations now have a more open attitude toward beach vacations and outdoor activities, leading to popular destinations like Hainan Island and Sanya City.

Local municipalities have made significant efforts to develop tourist hotspots by investing in infrastructure improvements and services for domestic and international visitors, indicating their commitment to making these destinations more attractive.

Chinese tourism trends are influenced by state policies, and cultural authorities’ continuous efforts to educate young Chinese people about other nations’ cultures have led to an increase in their desire for international travel experiences, including visiting foreign shores.

Recent Trends And Shifts In Attitudes Toward Beach Vacations

Chinese tourists have shifted their attitudes towards beach vacations in recent years due to factors like rising disposable income and a desire for new experiences.

Destinations like Sanya in Hainan Province and international spots like Phuket and Bali have become popular choices.

Families also opt for multigenerational trips to family-friendly resorts with activities for different age groups.

High-end resorts are adapting their offerings to cater to the emerging trends in Chinese tourism. They are providing amenities such as shaded areas on beaches, Mandarin-speaking staff, signage translations into the Chinese language, and authentic Chinese cuisine on menus to create a comfortable experience for this market segment.

Case Studies: Chinese Beach Destinations And Their Popularity

Find out which Chinese beach destinations are the most popular among locals and tourists, and discover what makes them stand out from the rest.

Analyze The Successful Beach Resorts Or Destinations Within China

Some of the most successful beach destinations in China include Sanya, Xiamen, Putuo Island, Beidaihe and Beihai. Yalong Bay is considered the best beach in China and attracts tourists with its turquoise waters and white sand beaches.

These locations offer various activities ranging from exploring coastal cliffs to renting a boat to indulge in water sports.

One resort that has achieved remarkable success is the Atlantis Sanya Resort located in Hainan Island’s Haitang Bay. It features exotic underwater-themed architecture with stunning sea views from its rooms’ windows showing off vibrant marine life underfoot.


Chinese tourists prefer clean and well-maintained beaches with clear waters and soft sand. They appreciate shaded areas or umbrellas due to the hot climate.

Cleanliness and hygiene of the resort or destination are also important to them. Offering local cuisine can be a significant draw for those seeking an authentic experience.

Demographic And Psychographic Characteristics Of Chinese Beachgoers

Chinese beachgoers come from various age groups, with younger people being more adventurous and open to new experiences, while older people prefer a calm and relaxed environment. Most beachgoers are looking for family-friendly activities and catering options.

Age, Gender, Income Level, Etc.

Knowing the demographic and psychographic characteristics of Chinese beachgoers is essential for resorts that aim to attract these tourists, as factors such as age, gender, and income level all have a significant impact on consumer behavior in China.

For instance, younger generations like Gen Z are known to be more impulsive when it comes to spending habits compared to older generations.

Gender roles in China also impact tourism preferences, particularly when it comes to the traditional concept of family vacations.

Preferences And Motivations For Beach Vacations

Chinese beachgoers prefer beaches with clear water and pristine sands. They enjoy leisure activities like swimming, tanning, and water sports such as jet skiing and parasailing.

They also value cultural experiences and tend to choose beaches with significant historical or cultural significance: for example, Putuo Island is considered sacred by Buddhists due to its numerous temples and statues of bodhisattvas.

Hainan Island’s Wuzhizhou Island boasts both natural beauty and rich history as one of China’s southernmost points.

Implications For Resorts: Adapting To The Chinese Market

Resorts looking to attract Chinese guests should prioritize understanding their cultural nuances and preferences, as well as providing amenities such as shaded areas, cleanliness, and Mandarin language services.

Understanding The Cultural Nuances And Preferences Of Chinese Beachgoers

When targeting the Chinese beachgoer demographic, it is important to consider the cultural nuances and preferences, for instance: such as the popularity of face-kinis due to their desire for sun protection and fear of getting a tan.

According to an online survey conducted by researchers, safety awareness is a significant factor among Chinese vacationers, as many respondents expressed concern about rip currents at popular beaches in China.

Moreover, resort owners must also consider the impact of the rural-urban divide on consumer behavior in China’s growing leisure industry. According to empirical evidence, urban consumers are more likely to spend on luxury experiences while rural consumers tend towards budget-friendly options.

Importance Of Cultural Sensitivity In Marketing And Service Provision

The significance of cultural sensitivity cannot be overstated when promoting a resort or brand in China, as cultural intelligence can have a significant impact on business success when entering this market.

For instance, maintaining high levels of cleanliness and hygiene is important to attract Chinese tourists who place great emphasis on cleanliness.

Providing services in the Mandarin language such as signage translation can also help you make a positive impression on potential customers.

Strategies For Resorts To Attract Chinese Guests

Resorts should provide shaded areas, umbrellas, and other preferred amenities to accommodate the Chinese preference for shade while on the beach.

Offering Shaded Areas, Umbrellas, And Other Preferred Amenities

Chinese travelers prefer outdoor relaxation areas with ample shade during the summer months. Providing shaded areas, umbrellas, and other preferred amenities is important to attract Chinese guests.

Personalized amenities such as Mandarin-speaking staff or signage translations can also make a significant difference in ensuring guests feel welcome and comfortable.

Additionally, incorporating local cuisine into food offerings allows visitors to experience cultural authenticity while providing luxury accommodations can help attract high-end Chinese travelers seeking unique travel experiences.

Maintaining High Levels Of Cleanliness And Hygiene

Maintaining high levels of cleanliness and hygiene is crucial for resorts that aim to attract Chinese guests.

Tourism businesses in China are prioritizing customer safety and preventive measures by enhancing their hygiene efforts to maintain high levels of cleanliness at resorts. Visible sanitation stations and new technology like UV-C lights are being incorporated to reassure guests about their health during their stay.

Incorporating Chinese Cuisine Into The Food And Beverage Options

It has been demonstrated that cuisine plays a crucial role in luring Chinese tourists to resorts, as food is considered a top priority by them, ranking third after the safety and availability of shopping facilities.

Chinese gastronomy is important for tourism, and authenticity and restaurant design is crucial for Chinese visitors. To increase satisfaction levels among Chinese tourists, it is important to develop menus that represent regional flavors and provide an ambiance similar to what they are used to back home.

For example, hotels in America are increasing efforts to make their hospitality more appealing to those from China by offering authentic dishes like dim sum on breakfast menus or organizing hot pot nights at dinner for communal dining experiences.

typical chinese cuisine

Providing Services In Mandarin, Signage Translation, Etc.

Hotels and resorts should prioritize providing services in Mandarin, signage translation, and other language assistance to attract Chinese guests.

Chinese tourists prefer to receive service in their native language and appreciate travel information translated into Chinese.

Incorporating Chinese cuisine into food and beverage options can also make a big difference in attracting these travelers.

Successful resorts have gone above and beyond by creating customized tour packages that cater to specific holidays or events popular among Chinese tourists.

Marketing Strategies For the Chinese Market

To attract Chinese guests, resorts can leverage digital platforms popular in China like WeChat and Weibo, and collaborate with local influencers and celebrities.

Leveraging Digital Platforms Popular In China

Leveraging digital platforms such as WeChat and Weibo is of significant importance in China, as these platforms have a strong user base and are integral parts of the country’s social media culture.

The key to attracting Chinese tourists to a resort is to use digital platforms and create engaging content that resonates with the target audience.

Partnering with popular influencers or celebrities can also increase brand awareness.

It’s important to understand the nuances of each platform, such as Weibo being more popular in China than Twitter.

Collaborations With Chinese Influencers And Celebrities

Chinese Social Media and Kols - Taobao's Kols Platform

Collaborating with Chinese influencers and celebrities holds great significance for successful marketing strategies in China.

Luxury brands swear by this promotional tactic to connect with consumers and influence their purchase decisions.

Collaborations with popular social media influencers or brand ambassadors also give access to their vast audience base, creating opportunities for better consumer engagement.

However, it’s essential to keep in mind that there are risks associated with such collaborations as well as costs that require careful consideration before making any commitments.

Case Study: Success Stories Of International Resorts Attracting Chinese Tourists

From collaborations with Chinese influencers and celebrities to offering Mandarin-speaking services, these case studies show that understanding local culture and preferences is key to attracting Chinese travelers.

Hilton, for instance, has successfully catered to the needs and wants of Chinese travelers both domestically and internationally by offering personalized services such as Mandarin-speaking staff, local cuisine options, and cultural immersion experiences.

Other international resorts have leveraged digital marketing strategies on platforms popular in China like WeChat or collaborations with Chinese influencers/celebrities to increase their social media engagement and visibility among younger generations.

We are your local partner in China!

To succeed in the Chinese tourism market, it is crucial for resorts to understand and adapt to the local culture and preferences of Chinese beachgoers. From providing preferred amenities to offering services in Mandarin, there are various strategies for resorts to attract Chinese guests.

By leveraging digital platforms popular in China and collaborating with influencers and celebrities, resorts can effectively market themselves to this audience.

Contact GMA

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

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